Four years after actress Kate Hudson launched her wellness brand In Bloom with business partner, former American football tight end Colin Peek, the brand has forged its first retail partnership with Whole Foods Market.

In Bloom’s dietary supplement powders are formulated with sustainably sourced ingredients from collagen to protein to botanicals for healthy hair, skin, and nails, cognition and stress, immunity support, and more. The brand, which was founded in 2019 and launched in 2020, recently rebranded with vegan formulas and eco-friendly packaging — all timed with the Whole Foods launch.

In Bloom products are non-GMO verified, gluten-free,100% planted-based, and sugar- and synthetic-free.

In January, the company’s dietary supplement powders — Essential Elements, Beauty Aura, Brain Flow, and Green Proteins in chocolate and vanilla — were made available in more than 400 Whole Foods Markets across the U.S. As a marketing strategy, golden tickets were placed inside select pouches. Winners didn’t win a trip to Willy Wonka’s Chocolate Factory, but to join Hudson on a Wellness Summit.

Hudson and Peek unveiled the retail distribution news at a social club in downtown Manhattan earlier this year. When asked to sum up In Bloom in three words, Hudson responded with “pure, effective, and yummy.”

The founder of Fabletics apparel, and Academy-Award-nominated actor (for Best Supporting Actress in 2000’s “Almost Famous”), said In Bloom’s products target beauty, brain, and body benefits.

Peek praised the brand’s “incredible formulators” who made the supplements with what consumers desire most in wellness products — beauty, vitality, and mental benefits from a “harmonious blend of proteins” and a full amino profile.

Sustainable and Nutritious

The powder supplements are housed in a state-of-the-art packaging system called an Omnipouch, which is “omni-degradable.” Peek said it will break down into organic biomass, CO2, and water in any environment where microbes are present (landfills included) in about 2 years, making for a product that leaves “zero carbon footprint.” Hudson said the brand is working on the spoon’s degradation feature next.

The packaging design uses color to define benefits: pink for beauty, green for daily greens, brown for chocolate, and orange for cognition. They can be mixed with a liquid and added to smoothies, bowls, and other recipes.

Essential Elements Daily Greens and Multivitamins, which is described as having “an earthy, fruity green taste,” is a blend of whole-foods like chickpea, hemp, chia, pea, coconut, pumpkin, and water lentil, along with ashwagandha, mushroom extracts, enzymes, and vitamins A, C, D2, E, B12, and B6.

The blend supports overall health including brain, cardiovascular, immune, and digestive function, according to the brand.

Billed as a “bright, juicy berry” flavor, Beauty Aura blends marine collagen and elastin peptides with a red berry complex rich in antioxidants. Beauty Aura helps hydrate and support skin elasticity while horsetail silica nourishes healthier and stronger nails and hair, according to In Bloom.


The company’s Green Protein is a vegan, plant-based protein powder that supports full-body nutrition and recovery. Available in chocolate and vanilla, the supplement contains a six-source plant protein complex for a comprehensive amino acid profile with reishi mushroom, elderberry, dandelion, ginger, and cocoa (or vanilla bean). Green Protein helps build lean muscles, supports circulation, and improves digestion to help increase the effectiveness of, and recovery from, daily activity, the company said.

To support focus and hit the metaphorical “mute” button on distractions, Brain Flow can help consumers tune out the noise of daily routines and focus. In a dark cocoa flavor, this blend of ginkgo, bacopa, lion’s mane mushroom, and ashwagandha works to “jump start” cognitive function to support focus, memory, and eliminate stress without resorting to caffeine beverages, which can give some people the jitters and heighten anxiety.

The powders are formulated to be mixed and work in harmony. Peek said he blends Green Protein with Essential Elements, Beauty Aura and Brain Flow with 16-20 oz. of cold filtered water.

Hudson said her favorite In Bloom supplement powders are Brain Flow and Green Protein. She cited the bioavailability and optimal absorption as sought-after properties. “I’m so active-oriented,” she said. “It’s one thing to like something; but to feel the results and to see it, that’s the ultimate goal.”

In Bloom’s supplement powders retail for $34.99 each at Whole Foods, in store and at www.wholefoodsmarket.com and www.tobeinbloom.com.